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Designing clothes for children can be tricky, but Masaba Gupta's new collection is doing that with ease

Pops of colour, exaggerated prints and a certain play with silhouettes have become Masaba Gupta's signature over the years. And now, Gupta has elevated her design aesthetic to another level with her first ever kidswear collection, which was launched earlier this week. A range of dresses, jumpers, crop tops and skirts have been created using a mix of pastel and bright colours on soft flowy fabrics. Using motifs such as candies, balloons, blossoming flowers and chirping birds - everything that kids love - this travel-friendly Spring/Summer collection ensures leisure, comfort and a never-ending playtime. The designs, available exclusively on Flipkart and Hopscotch, are aimed at kids in the age group of two to nine and are priced reasonably between Rs 800 and Rs 3,000. The clothes within the collection have been named in a fun way as well to attract the kids - for instance, one can choose from Skittles Suspenders or Strawberry Cheesecake Playsuits.

The idea for the collection stemmed from the realisation that while designers devoted most of their energies to pret lines for men and women, the kids segment lay largely ignored.

  According to Rishi Vasudev, vice-president (lifestyle), Flipkart, Gupta is the first designer to have collaborated with an online children's wear brand, Magic Fairy, to launch an exclusive range in India. What is it that makes Gupta such a success story, when it comes to ecommerce - something that mainstream designers are still grappling with? "It actually started with Pernia's Pop-Up Shop. She told me that my pricing worked perfectly for e-commerce," says Gupta. She was aware that some people shied away from buying online as they didn't know how the garment was actually going to turn out. So she created easy-to-wear silhouettes and casual prêt wear, which would flow effortlessly on the body. What you saw online is exactly what you got. With time, she has become more fearless about her signature. "I have become more focused on people who buy my clothes than people who write about them," says Gupta.

As of now, Gupta has envisioned the collection to have two lines a year - Spring/Summer and Autumn/Winter - and work has already started on the next look. "The rollicking Masababy is ready to flaunt her favourite picks in the most spectacular fashion," she says.

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Critics speak: A little quirkand a lot of fun

Kidswear seems to be the new focus of designers across the globe. "From Gucci to Balmain, every designer wants to be more kids-friendly," says fashion expert Sujata Assomull. "It is one of those segments that seems to be growing in these turbulent times, so moving into it was a sensible move for Masaba."

When the team at Flipkart got to know that Gupta, famous for her fun and quirky prints, was interested in kidswear, it jumped at the idea.

Fashion bloggers and writers have given a thumbs up to the sense of drama and element of fun that Gupta has brought to the collection. "We think she has extended her brand aesthetic pretty seamlessly to her kidswear line," says Alisha Fernandes of Team MissMalini. "If you notice, her signature prints like the camera print, among others, feature in the collection. It's the same kind of aesthetic, just adjusted for kids. Fun, soft, easy-to-wear clothing that children won't make a fuss in."

Besides the basic T-shirts, dresses, skirts and tops, shorts, pant sets and party wear, the collection features a range of accessories like hair bands as well. New fun prints have been mixed with her classic ones to create a unique look for children. "Her colours tend to be bright and yet she has managed to keep things uncomplicated. And I think, this formula of being bold yet simple has made her collection very friendly, especially to an online audience," says Assomull. Fernandes concurs, while adding that it's clear that Gupta has had fun coming up with a creative line for children, who in turn will inject their youthful energy into the garments and make them come alive. "Like only kids can! We can't wait to see what's next," she says.